THE LIFE AND DEATH OF KING RICHARD III by William Shakespeare
Katie King: The Death of The Traditional Sales Person
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Welcome to the new world of Social Business
Transcript of Katie King: The Death of The Traditional Sales Person
Welcome to the
new world of
Social Business
• Managing Director of Zoodikers Consulting. MBA
• Trainer and consultant• Founder of AIinFM• 27 years at top level in marketing, PR &
social• TEDx speaker x 2• Chairperson of PRCA’s South East/E.
Anglia Group• Regularly called on to commentate on
social media for BBC TV and radio• Spoken and moderated at high-profile
industry events e.g. Facilities Show, IP Expo, UC Expo and Cyber Security Expo
Intro: @katieeking
…where the traditional salesman
is dead
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Adapting to a changing world
…where sales and marketing is intertwined
Adapting to a world where the customer is in control
• 75% of purchases now start with an online search by the buyer
• Prospects can compare your product or service to everything like it and buy from the competition without you even knowing they exist
Old ways of Business New ways of BusinessFlyers, Billboards, Advertising and Direct Mail
Online Searching & Personal Recommendations
One Way Marketing Two Way MarketingCold Calling Personal Introductions
Information Gathering Research, Create, Target & Distribute Relevant Content
Manual AutomatedSeller Controls Sale Buyer Controls Sale
Traditional vs. social selling
Not having clear goals
Not knowing who are the people in the best position to help you reach those goals
Not measuring activity or knowing how to?
3 biggest problems
Position
Publish
Participate
Presence
Profile
Trustability ROI = Respected Leader, role model
Credibility ROI = Marketing/Awareness, Personal Brand/Social capital
Likeability ROI = Reputation Informed/Context
Connectability
ROI = Strong Network
Visibility ROI = Be Found + Look Good Online
MOTIVE
THOUGHT LEADERS
EVERYONE IN THE COMPANY
Social strategy: looking good online
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1. Plan & segment your audience
2. Find the right channel3. Devise a social strategy4. Build profile and
differentiate5. Nurture relationships6. Encourage them to buy
Strategic approach to sales
Your audiences Business objectives
Marketing objectives
Perceptions to create in 3, 6, 9 months
Messages to convey
INFLUENCE THEMPR & social media tools
New business (greenfield sites)
Twitter/LinkedInOnline PRBlogNetworking
Existing clients LinkedIn GroupsCase studiesSocial mediaAwards
Attracting staff & business partners
Webinars NewslettersSocial media
Alignment & segmentation
MARKET SEGMENTATION
DEMOGRAPHICS GEOGRAPHICS
INDUSTRY
AGE GENDER INCOME
MARITAL STATUS
ETHNIC BACKGROUND
LOCAL REGIONAL
NATIONAL INTERNATIONAL
RETAIL HEALTHCARE
MARKETING
SOCIAL MEDIA (OWNED)
EVENTS/NETWORKING (PAID)
PR (EARNED)1
525
50050,000+
Sphere of influence
Relevance to your target audience
Integration: warming up the sales pipeline
Secure coverage in target magazine
Create blog to support coverage
Use LinkedIn Sales Navigator to gauge interests of prospects
Attend networking events/speaker slots to get in front of prospects, discussing topics you know they are interested in
Follow up via an e-shot directing prospects to media & website content
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Two examples:
1. ISS UK/Ireland (FM)
Integrated digital and traditional marketing
18 month Social Selling programmeEducation of the executive boardC-suite buy-inContent marketingKnow, like and trustThird party credibilitySelling with influence
Awards/PR/social media
ISS
IPO success, third time lucky
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Two examples:
2. Breakthrough Funding
Making R&D tax credits sexy
From EventBrite…
Plan
To CloudExpo
Plan
To Twitter…
Plan
Sales…and award winning
Plan
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Tools and measurement
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Marketing Social media sentiment, web traffic, content downloads and lead conversion
Sales New contacts, increased networks, quality of engagement, incoming enquiries, new sales
Customer service
Customer satisfaction, number of successful issues resolved, speed of resolution, cost reduction
HR Results from internal collaborations, awareness and compliance levels of company procedures, employee satisfaction levels, staff turnover, quality of applicants, recruitment costs
Product development
Crowdsource participation, product success rates
Measures of success/ROI
Dashboards
Brief look at Boolean search
Google Analytics
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Twitter Analytics
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AI & AR have already arrived…
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Thank You!
Next steps…
www.zoodikers.com
